PENGARUH KEMUDAHAN PENGGUNAAN APLIKASI, DIGITAL PAYMENT DAN BRAND IMAGE TERHADAP KEPUTUSAN PENGGUNAAN ONLINE FOOD DELIVERY SERVICES (OFDS) GOFOOD

ROHMAD, ROHMAD (2022) PENGARUH KEMUDAHAN PENGGUNAAN APLIKASI, DIGITAL PAYMENT DAN BRAND IMAGE TERHADAP KEPUTUSAN PENGGUNAAN ONLINE FOOD DELIVERY SERVICES (OFDS) GOFOOD. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of ease of use of applications, digital payments and brand image on the decision to use Gofood's online food delivery services (OFDS). The population in this study are users of the GoFood application in JaBoDeTaBek. Sampling using convenience sampling technique obtained as many as 170 respondents. Data analysis method using Partial Least Square. This study proves that ease of use has a positive and significant effect on user decisions, digital payment has a positive and significant effect on user decisions, and brand image has a positive and significant effect on user decisions. Keywords: Ease of Use, Digital Payment, Brand Image, Decision to Use. Penelitian ini bertujuan untuk menganalisis pengaruh kemudahan penggunaan aplikasi, digital payment dan brand image terhadap keputusan penggunaan online food delivery services (OFDS) Gofood. Populasi dalam penelitian ini adalah pengguna aplikasi GoFood di JaBoDeTaBek. Pengambilan sampel menggunakan teknik convenience sampling yang didapat sebanyak 170 responden. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa kemudahan penggunaan berpengaruh positif dan signifikan terhadap keputusan pengguna, digital payment berpengaruh positif dan signifikan terhadap keputusan pengguna, dan brand image berpengaruh positif dan signifikan terhadap keputusan pengguna. Kata Kunci : Kemudahan Penggunaan, Digital Payment, Brand Image, Keputusan Pengguna.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 470
NIM/NIDN Creators: 43116110028
Uncontrolled Keywords: Kemudahan Penggunaan, Digital Payment, Brand Image, Keputusan Pengguna.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.5 General Purpose Application Programs/Program Aplikasi dengan Kegunaan Khusus
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.01-658.09 [Management of Enterprises of Specific Sizes, Scopes, Forms; Data Processing]/[Pengelolaan Usaha dengan Ukuran, Lingkup, Bentuk Tertentu; Pengolahan Data]
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.01-658.09 [Management of Enterprises of Specific Sizes, Scopes, Forms; Data Processing]/[Pengelolaan Usaha dengan Ukuran, Lingkup, Bentuk Tertentu; Pengolahan Data] > 658.05 Data Processing Computer Applications/Pengolahan Data Aplikasi Komputer
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 20 Feb 2023 03:12
Last Modified: 20 Feb 2023 03:12
URI: http://repository.mercubuana.ac.id/id/eprint/74214

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